– Hit products in July and August… Floor noise-reducing mats and cognitive development book sets are popular
– Average funding amount up 30%, premium parenting market expands
– Wadiz: “Rising birth rates and shifting parental spending habits are driving growth in the kids’ category”
Funding in Wadizkids category is experiencing rapid growth, coinciding with a rebound in the birth rate.
Crowdfunding platform Wadiz(CEO Shin Hye-seong, www.wadiz.kr) announced on the 25th that funding in the kids’ category increased by 55% year-over-year from January to the third week of August 2025.
As the premium spending habits of millennial parents and the “VIB (Very Important Baby)” trend have gained traction, the average funding amount for kids’ projects and overall growth across the category have been particularly notable.
Growth spread across all categories, with the maternity and childcare products sector and the educational materials and stationery sector increasing by 42% and 97%, respectively. The average funding amount per project was 26 million won, a 30% increase compared to the same period last year.
According to Statistics Korea, the number of births from January to May 2025 exceeded 100,000, marking a 6.9% increase compared to the same period last year and the highest growth rate since records began in 1981. Wadizanalyzed that this rebound in the birth rate, coupled with changes in the spending habits of millennials, has had a direct impact on the growth of the kids’ category.
7~8월 대표 흥행 사례로는 <셀프시공이 가능한 층간소음 방지용 퍼즐매트>(1억6천만 원), <아기 인지 발달 전집>(6천만 원), <뮤지컬 애벌레 인형>(8천만 원) 등 영유아를 타깃으로 한 프로젝트가 주목받았다.
A Wadiz representative said, “With the recent ‘VIB’ trend, the spending habits of the parent generation are changing rapidly,” adding,Wadizis the first platform to showcase these changes and is becoming the starting point where new kids’ brands can connect directly with parents.”
